If this book is a useful tool to you, then commercial radio is probably not. Most stations to the right of 92.0 are concerned only with the realm of the mainstream, whether it be pop and rock, classical, jazz, ethnic, etc. While breaking this ground guarantees wide exposure, it is possibly not worth the price you must pay - like changing your sound to fit the formula or prostituting yourself in whatever way to the upper echelons of the music biz. Even if you feel your music is not mainstream but still has potential to cross over, it is still probably better to take the low road and let the mainstream eventually find you through your success with the now powerful underground.

Nowadays "alternative" radio means much more and much less than it did just a decade ago, or even just a couple of years ago. With the breaking of college rock bands into the top 40 and even the number one Billboard positions, the mainstream takes college and alternative radio much more seriously and keeps both eyes pinned on the CMJ charts (see PRESS entry). This affects alternative radio in two ways: there are hundreds of stations playing indie or college rock, and the stations who in the past prided themselves on their alternative aesthetic are looking to stretch those boundaries beyond popular alternative. So if your music is way off the beaten track, it may be harder for you to sift through all those stations and find the right outlets, but if you do your research (we did it for you), there are more outlets than ever before.

Most alternative stations are college radio stations, which can be anything from five students playing their personal collection during lunchtime for the school cafeteria to a 50,000 watt station with paid professionals 24 hours a day and canned (syndicated) programming. Generally, however, stations are student run, with perhaps a professional General Manager, but usually a student Music Director. This is a problem for you over time because that means the MD and even the DJs change year to year, which can include radical changes in programming.

There are some "public" stations that are not affiliated with any school. These are sometimes NPR stations, which means they receive funds and programming from National Public Radio, or they may be Pacifica, a commercial-free network of stations that can include NPR or other canned programming. Often these stations have quite a bit of public affairs and news with some programmed specialty music shows, and are usually rather stiff sounding compared with most college radio. If a DJ on one of these stations plays your kind of music you should consider them a high priority, since they probably have a big following and the station has good power.

The power of the MD varies from station to station, college or not. Sometimes they dictate everything on the air; sometimes they simply are a music librarian. In either case, if you know a station has a specific DJ that plays your kind of music, it is probably a good idea to send your recording to the DJ, or possibly to both the MD and DJ. MDs, because they are responsible for all the music that comes in and is played, whether it reflects their own show or not, have a good overview of music in general and of the music scene locally. Putting together the Einstein Directory, my best source of information was speaking with MDs about the local clubs, stores, etc. Although they are some of the busiest and most-sought-on-the-phone people, when you actually reach them they are the most helpful contacts, especially if they are true music fans. They may even be a route to getting you a gig - they usually know everyone who is anyone in their area.

David Newgarden has, for six years, been MD and Program Director at East Orange NJ's WFMU, a freeform college station that covers New York City and upper NJ. The station consists of community volunteers and a few paid staff members and is considered by the critics of such publications as Rolling Stone and the Village Voice as the best station in the country. Freeform means that once a DJ is approved, they can play and say anything they choose - nothing is programmed but the choice of DJs. Still, even at a freeform station it is the MD's job to decide which recordings belong in the music library and which will only take up precious space. While few stations receive as much mail as WFMU, Newgarden has had experience at smaller stations as well, and relates the following: "Each radio station receives piles of unsolicited recordings each week, many of them musically inappropriate for that station, most of them mediocre or even horrible. A large percentage of them wind up in the trash or traded to a used record shop (one person's art is another's garbage). Blindly sending out large quantities of promotional recordings is expensive and often ineffective."

We hope this directory will tip you off to the stations obviously appropriate to your music, so you do not have to waste time and money. Newgarden advises, "Start with the stations or programs you know will be interested. Write personal letters with the recording letting that station or DJ know why you have chosen them. Ask them to write back or send a playlist if they like your music and would like to receive more recordings from you." He adds, "Many radio stations and DJs don't think of themselves as a promotional vehicle for musicians and composers, but as a creative medium. The best shows are going to be highly selective in what they play. Don't expect your music to get play simply because you've sent it to them."

Many musicians feel it is helpful to send a press kit with their recording, but considering the volume of mail MDs and DJs receive, this is not necessarily going to do you any real service. According to Newgarden, "If you've got ordinary reviews or only gotten reviews in local papers, save them for your grandchildren...If you are planning out-of-town performances, that's the best time to send to stations in that town (and to get your recording into a local store). Let them know the date of your performance, and ask if they're interested in doing an interview or (if you're capable) a live in-studio performance. If you're more concerned with having your music heard than making a few bucks, radio concerts can be more rewarding and reach far more people than playing in a 'real' performance space or club." In fact, an on-air appearance before your gig will more likely encourage a potential audience when they hear how good you are, rather than keep them from attending because they are hearing it for free.

As stated before, MDs get an overwhelming amount of phone calls every week from people pushing their music on them. While some young student MDs can be intimidated into playing music, most are put off by anyone too pushy and appreciate those who accept rejection or give the MD plenty of time to respond. It's not a bad idea to follow up at some point, but be gentle.